Welcome to the Escape Blog

Specificity

Many companies create generic adverts that drive click-throughs to the [generic] home page of their website. The problem is that because a lot of companies do this, there is more competition for the keywords you assign to your adverts and there tends to be a lack of context to some of the search terms. This has the double effect of creating higher ‘keyword’ prices for less-effective adverts.

For instance, I have researched some keywords for a company recently that sell plasma walls (or is it a video wall, projector cube… etc.). The problem is, if you do a search for ‘plasma walls’, you come up with more results for “plasma wall brackets” and will have to compete against these irrelevant results.

The more you refine your keywords and dig below the surface, the less competition there is. Perhaps ‘plasma wall designers’, ‘plasma wall displays’, or other refined terms are more pertinent.

Attracting The Right Traffic

Serious ‘web searchers’ know what they are looking for. With your specific keywords attracting people that know what they are looking for, the chances of follow-through to a call-to-action on your website is that much higher. You have answered their particular ’serious’ query.

Putting the Pieces Together

Google analyses the keywords (and phrases) you select, against your advert text, and against the words on your landing page.

Optimising to these guidelines can increase your ranking within the adverts and reduce your click-through costs because you are offering (potentially) a better experience to the searcher (Google’s customer).